Sustainable consumption in Indonesia: Health awareness, lifestyle, and trust among Gen Z and Millennials

This study explores the pathways to sustainable consumption among Gen Z and Millennials in Indonesia, focusing on the roles of health awareness, lifestyle behavior, and trust. Sustainable consumption in this context refers to conscientious choices made by individuals to minimize negative impacts on...

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Published inEnvironmental Economics Vol. 15; no. 1; pp. 82 - 96
Main Authors Agustina, Thalia, Susanti, Evi, Ali Saeed Rana, Junaid
Format Journal Article
LanguageEnglish
Published Sumy Business Perspectives Ltd 01.01.2024
LLC "CPC "Business Perspectives
Subjects
Behavior
Consumption patterns
Demographics
Environmental awareness
Environmental impact
Food
Food consumption
Generation Z
health awareness
healthy food
Indonesian consumers
lifestyle behavior
Lifestyles
Millennials
Personal health
Sustainability
Sustainable consumption
Sustainable use
Trustworthiness
Indonesia
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Abstract This study explores the pathways to sustainable consumption among Gen Z and Millennials in Indonesia, focusing on the roles of health awareness, lifestyle behavior, and trust. Sustainable consumption in this context refers to conscientious choices made by individuals to minimize negative impacts on the environment and society while supporting personal health and well-being. A total of 210 respondents, representing consumers aged 18 to 42, who had purchased from healthy food restaurants in Jakarta, participated in the survey. This age range was chosen to encompass both Generation Z and Millennials, with a focus on individuals who are likely to be financially independent and capable of purchasing food for themselves. This sample was chosen to capture insights from key demographics known for their influence on consumption patterns and environmental awareness. Utilizing structural equation modeling, the analysis reveals that health awareness and lifestyle behavior significantly influence healthy food choices and sustainable consumption patterns. The direct path coefficient from lifestyle behavior to sustainable consumption (β = 0.394) surpassed that of health awareness (β = 0.134), underscoring the importance of lifestyle factors in driving sustainable consumption behaviors. Furthermore, trust emerged as a significant mediator between these factors and sustainable consumption. Health awareness and lifestyle behavior explained 65.3% of the variance in healthy food choices and influenced consumer trust by 39.7%. Additionally, lifestyle behavior and trust accounted for 61.2% of the variance in sustainable consumption. These findings highlight the critical role of lifestyle choices and trust-building efforts in fostering sustainable consumption behaviors among Gen Z and Millennials in Indonesia.
AbstractList This study explores the pathways to sustainable consumption among Gen Z and Millennials in Indonesia, focusing on the roles of health awareness, lifestyle behavior, and trust. Sustainable consumption in this context refers to conscientious choices made by individuals to minimize negative impacts on the environment and society while supporting personal health and well-being. A total of 210 respondents, representing consumers aged 18 to 42, who had purchased from healthy food restaurants in Jakarta, participated in the survey. This age range was chosen to encompass both Generation Z and Millennials, with a focus on individuals who are likely to be financially independent and capable of purchasing food for themselves. This sample was chosen to capture insights from key demographics known for their influence on consumption patterns and environmental awareness. Utilizing structural equation modeling, the analysis reveals that health awareness and lifestyle behavior significantly influence healthy food choices and sustainable consumption patterns. The direct path coefficient from lifestyle behavior to sustainable consumption (β = 0.394) surpassed that of health awareness (β = 0.134), underscoring the importance of lifestyle factors in driving sustainable consumption behaviors. Furthermore, trust emerged as a significant mediator between these factors and sustainable consumption. Health awareness and lifestyle behavior explained 65.3% of the variance in healthy food choices and influenced consumer trust by 39.7%. Additionally, lifestyle behavior and trust accounted for 61.2% of the variance in sustainable consumption. These findings highlight the critical role of lifestyle choices and trust-building efforts in fostering sustainable consumption behaviors among Gen Z and Millennials in Indonesia.
Author Susanti, Evi
Agustina, Thalia
Ali Saeed Rana, Junaid
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SubjectTerms Behavior
Consumption patterns
Demographics
Environmental awareness
Environmental impact
Food
Food consumption
Generation Z
health awareness
healthy food
Indonesian consumers
lifestyle behavior
Lifestyles
Millennials
Personal health
Sustainability
Sustainable consumption
Sustainable use
Trustworthiness
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